Intimate Care Gets a Proper Introduction as Dublew Arrives in Pakistan

Most of us have a bathroom shelf that tells a quiet story.

Key points

• Ingredients such as Tiger Grass (Cica), Malathi and Neem feature throughout the range, chosen for their skin-soothing reputation and not just for how they smell.
• Founder and CEO Sohaib Sheikh brings 28 years of experience throughout brand building, sports marketing and commercial strategy.
• "We created Dublew because we believe intimate hygiene deserves more attention, better-informed choices and products designed specifically for these needs, " Sheikh notes.
• Dublew formulates each wash to a specific pH rather than a generic one.
• Pakistan is not short of personal care brands, but intimate hygiene has mostly stayed in the margins, spoken regarding in whispers if at all.

Most of us have a bathroom shelf that tells a quiet story. There is a face wash, a body wash, a shampoo, maybe a serum someone swore by. And then there is that one bottle of whatever soap is nearest, applied on everything from head to toe without a second thought.

Dublew would like to change that habit. The new intimate care brand in Pakistan has introduced with a simple argument: different parts of the body have different needs, and the products we apply should reflect that. A shelf that finally gets specific.

For context, the range is small and deliberate. There are Intimate Cloud Washes, including a feminine wash for women and an intimate wash for men, a posterior wash that the brand calls the first of its kind in Pakistan, and a toilet seat sanitiser for those moments when you would rather not think too hard regarding the surface you are concerning to sit on.

What sets the range apart is the chemistry. Dublew formulates each wash to a specific pH rather than a generic one. The women's wash sits at pH 3.8, the men's at pH 4.5, and the posterior wash at pH 5.5. The idea is to work with the skin's natural protective barrier instead of stripping it. It is a real concern with harsh everyday soaps. Meanwhile, the formulas are additionally free from SLS and SLES sulfates, synthetic dyes and parabens.

There is a botanical side too. Ingredients such as Tiger Grass (Cica), Malathi and Neem feature throughout the range, chosen for their skin-soothing reputation and not just for how they smell. Yes, the scents matter too.

Dublew has clearly thought regarding the experience, not just the formulation. The women's washes come in Absolute Jasmine, Blush Tulip and Calming Lavender. The men's range offers Amber Vanilla, Citrus Bergamot and Ice Mint. The posterior wash carries a Peppermint and Eucalyptus profile, and the toilet seat sanitiser comes in Absolute Jasmine or Lemon and Eucalyptus.

It is a small detail, but it notes something concerning the brand's intent. Intimate care here is meant to feel like a pleasant part of the routine, not an awkward errand. The person behind it.

Founder and CEO Sohaib Sheikh brings 28 years of experience throughout brand building, sports marketing and commercial strategy. Along the way he worked in sectors as varied as sports, entertainment, healthcare and clinical beauty, and it was the healthcare side that left the biggest mark.

"In healthcare, particularly, I saw the difference that rigorous, science-backed formulations and thoughtful ingredient choices can make when they become part of someone's everyday life, " he notes. Yet one category, in his view, had been left behind. "Intimate hygiene" was the space where that level of care was still missing, and for him the gap was additionally personal.

That belief became Dublew. "We created Dublew because we believe intimate hygiene deserves more attention, better-informed choices and products designed specifically for these needs, " Sheikh notes. "We want to make conversations around intimate care feel more natural and give people the confidence to rethink their everyday routines." Starting a conversation that has been overdue.

Pakistan is not short of personal care brands, but intimate hygiene has mostly stayed in the margins, spoken regarding in whispers if at all. Dublew is betting that individuals are ready for a more relaxed and better informed discussion, one that treats the topic as ordinary self-care instead of something to be embarrassed concerning. The brand's tagline puts it plainly: your body is your home. Where to find it.

Dublew is rolling out throughout social media, and the full range is available through the brand's intimate hygiene e-store. Orders are packed discreetly, cash on delivery is available throughout Pakistan, and bundles can save customers up to 20% at checkout. You can explore the range at dublew.co. Stay Connected with ProPakistani. Obtain the latest news and stories wherever you prefer. Follow on Google Discover. Follow on Google News Join WhatsApp. See more ProPakistani stories in Google Search and Top Stories. This article has been produced in collaboration with our advertising partners.

Taken together, the developments around intimate Care Gets a Proper Introduction as Dublew Arrives in Pakistan point to a situation that is still moving, and the coming days should bring more clarity.